The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers

People's self-regulatory focus may determine the effectiveness of stop-smoking campaigns. An experiment with 226 young smokers investigated the persuasiveness of different emotional appeals for different self-regulatory foci. A congruency effect emerges for attitude toward the advertisement and behavioral intentions: Young smokers with a promotion focus are more persuaded by sadness-joy than fear-relief campaigns, and the opposite is true for those with a prevention focus. As predicted by the regulatory relevancy principle, ad involvement mediates this effect.

@article{1870577,
abstract = {People's self-regulatory focus may determine the effectiveness of stop-smoking campaigns. An experiment with 226 young smokers investigated the persuasiveness of different emotional appeals for different self-regulatory foci. A congruency effect emerges for attitude toward the advertisement and behavioral intentions: Young smokers with a promotion focus are more persuaded by sadness-joy than fear-relief campaigns, and the opposite is true for those with a prevention focus. As predicted by the regulatory relevancy principle, ad involvement mediates this effect.},
author = {Adams, Leen and Faseur, Tineke and Geuens, Maggie},
issn = {0022-0078},
journal = {JOURNAL OF CONSUMER AFFAIRS},
keyword = {ANTISMOKING ADVERTISEMENTS,PROTECTION MOTIVATION THEORY,DECISION-MAKING,EMOTIONAL INFORMATION,INTEGRATIVE MODEL,ADOLESCENTS,PERSUASION,MESSAGES,FIT,ACCESSIBILITY},
language = {eng},
number = {2},
pages = {275--305},
title = {The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers},
url = {http://dx.doi.org/10.1111/j.1745-6606.2011.01203.x},
volume = {45},
year = {2011},
}

Chicago

Adams, Leen, Tineke Faseur, and Maggie Geuens. 2011. “The Influence of the Self-regulatory Focus on the Effectiveness of Stop-smoking Campaigns for Young Smokers.” Journal of Consumer Affairs 45 (2): 275–305.

APA

Adams, L., Faseur, T., & Geuens, M. (2011). The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers. JOURNAL OF CONSUMER AFFAIRS, 45(2), 275–305.

Vancouver

1.

Adams L, Faseur T, Geuens M. The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers. JOURNAL OF CONSUMER AFFAIRS. 2011;45(2):275–305.

MLA

Adams, Leen, Tineke Faseur, and Maggie Geuens. “The Influence of the Self-regulatory Focus on the Effectiveness of Stop-smoking Campaigns for Young Smokers.” JOURNAL OF CONSUMER AFFAIRS 45.2 (2011): 275–305. Print.